Bruce Mau Design — Toronto, Canada

"I don’t like to think in terms of ‘good’ and ‘bad’, but rather accuracy. In other words, we spend a lot of time with our clients trying to determine the metrics for success, and therefore it’s the alignment of a company’s visual identity system and communications platform with a set of larger strategic aims."

"The ability for an identity system to be resilient enough to work at various scales and across various media is crucial to its ultimate success and longevity. Typography and logo-design are always linked and we always consider the artwork, the typography, the language that a company uses to describe itself, the art direction of the photography, as a unified system."